Illustration of A/B Tests for Website Pages

Discover the types of A/B tests that put website pages on another level.

Is your business website accomplishing all of the goals you have in mind? Do you want to improve the user experience while on the page, increase engagement from visitors, and drive more conversions? You might want to try one – or all – of these five types of A/B tests for your website pages.

But first, a quick review of what that is, exactly.

What is A/B Testing?

A/B testing is creating two different versions of the same web page (page A and page B) and comparing performance, changing out a single element to determine which version works best for your website visitors and your goals.

Of course, there are various types of A/B tests you can run for website pages, but we will focus on five in this blog post.

Color of a Clickable Button

It may sound surprising, but something as simple as changing the color of your clickable buttons can alter how visitors behave on your website. In fact, the color of a call-to-action button can actually increase website conversions.

We changed the button color to green for one of our clients’ website pages and experienced a significant lift in conversions:

Website Using Button Color as Type of A/B Test

Length and Format of Content

The content on your page is another great element for A/B testing. You can adjust the format and the length (just test one or the other at a time) to see which performs best.

In terms of format, you may want to break apart chunks of information with bullet points. If you have long paragraphs of content, you may want to adjust the length by shortening or breaking them into several shorter paragraphs.

This type of A/B test can tell you whether your visitors respond better once you change the content layout.

Language On the Page

Is the way you speak to your website visitor based on what you want, or what they need? Remember that people don’t want more content to read; they want to find a solution to their problem. If your website pages don’t present this to them, then perhaps you can do an A/B test and compare how different language performs with your audience.

Relevance and Orientation of Images

Images also play an important role in helping you achieve your website goals. If you’re in the business of selling video conference software, for example, then your images should be relevant to the type of experience or service your customers can expect. You want the images to be relevant, so your visitors know they’re in the right place. Try testing one image and another to see if you get more traction from either of them.

You may also want to test different placement of images to see what performs best. Some marketers experience better reactions when the people in their images are looking directly at the action they want users to take, like a clickable link or a CTA button.

Calls to Action

Finally, your call-to-action (CTA) is another valuable type of A/B test for website pages. Ultimately, your CTA can determine whether or not someone does what you want them to do. It’s worth it to test different CTAs in the text and on buttons to see which ones get more attention or clicks.

Have You Done A/B Testing?

What other types of comparison tests have you done on your website? Do you have any that worked really well? Share your experiences with us in the comments.